McCann Manchester has continued its hot streak at the awards shows this year, with its PR team securing wins in the Integrated Campaign of the Year and the Low Budget Campaign categories at the PRCA DARE Awards for its work with Warner Leisure Hotels and Aber Falls Distillery respectively.
The Best Integrated campaign with Warner Leisure Hotels came in the form of ‘The Great British Massage’, a new type of massage created by Warner to help alleviate the aches and pains resulting for typically British quirks such as ‘Queue-jumper stress’. Rooted in data-driven insights around the nation’s idiosyncrasies, the campaign helped drive more stay-cations to the luxury break holiday company by playing on the humorous aspect of British manners and traits – a theme that resonated strongly with the 50-something demographic.
The Best Low Budget win was with Aber Falls Distillery - North Wales’s first whisky distillery for more than 100 years. McCann Manchester PR was tasked with supporting the great product placement work to date by creating a small budget brand campaign to engage consumers in its story. The ‘Sipping on Top of the World’ campaign was created, which utilised the brand’s own backyard as the platform for ‘summit’ special, making history by producing the first gin ever to be distilled at the top of Mount Snowdon. To make the story even more compelling, botanicals were gathered from the mountain and featured in the final recipe.
Robin Wilson, Director of PR and Social Media at McCann Manchester, said, “We’ve been pretty lucky to work with clients like Aber Falls and Warner who encourage us to try new things and to push the boundaries. For both campaigns, we did a lot of research into audience behaviours, so we knew which levers to pull for the different audiences and the best places to reach them to drive a business action.
“The teams at McCann Manchester PR, Warner and Aber Falls are chuffed to bits that their efforts have been recognised by the PRCA, and the awards will be taking pride of place on our mantelpieces”.
The PRCA DARE Awards were set up to find and reward the UK’s best PR and communications agencies, organisations and professionals and are judged by a panel of industry experts across six regions – the Midlands, Northern Ireland, the North, Scotland, South East & East Anglia and South West & Wales.